PERAN ULASAN DAN RATING DALAM MEMBANGUN KEPERCAYAAN KONSUMEN PADA TOKO MARKETPLACE SHOPEE-NAJAH SHOP

Abstract

Trust is a key aspect in e-commerce transactions, particularly for homemade frozen food products on Shopee, which involve high levels of risk and uncertainty. This study aims to analyze the contribution of customer reviews and ratings, or electronic word of mouth (e-WOM), in building consumer trust in Najah Shop on the Shopee marketplace. This research employs a descriptive qualitative approach by analyzing the content of customer reviews, rating systems, and interactions between sellers and buyers. The findings indicate that detailed reviews regarding product quality, taste, and packaging, combined with positive ratings and prompt, informative seller responses, significantly enhance consumer trust and influence purchase decisions, even though the products cannot be inspected directly.